THE Health Sciences Authority (HSA) says this advertisement does not qualify as an educational campaign because:
It does not list the symptoms of cervical cancer.
It does not mention risk factors associated with the disease, such as smoking or sex with a partner infected with the human papilloma virus.
It does not tell women about the importance of pap smears, which are the only way to detect the cancer early.
It plays on emotions, and uses fear as a tactic.
While it does not tout a vaccine against cervical cancer, it said: 'Cervical cancer can be prevented. Find out more about how you can protect yourself from the virus that causes cervical cancer.'
Madam C. Suwarin, a deputy director at the HSA, said: 'A disease-awareness campaign should be less creative and have more factual content.'
GlaxoSmithKline, the company behind the ad, refutes those claims. It said:
It prints leaflets with 'comprehensive details on cervical cancer and the preventive option of pap smear screening'.
Patients can get these from clinics.
The figure it used - one woman dies of cervical cancer every five days - is from the Health Promotion Board.
The ad uses facts, not fear.
Its message is: There are too many avoidable deaths. 'This is a balanced, neutral approach.'